Restaurant Week

CHALLENGE

When an unforeseen pandemic impacts the entire world’s population and scares off many diners, how do you encourage people to leave their homes, order food and provide a much-needed injection of cash into the coffers of the city’s desperate dining institutions?

Restaurant Week traffic grew 257%

APPROACH

Analyzing historical data, website performance and analytics, smart content strategy and outbound traffic to restaurant websites, Bright Brothers made data-driven decisions to formulate a campaign that paid off in spades.

 

SOLUTION

We worked with DNC to reformulate the layout and design of the Restaurant Week landing page to maximize user-engagement and conversion (downloadable RW menus, and outbound traffic to the individual restaurants’ websites). With a reduced budget, we managed their social advertising campaigns (FB & Insta) and deployed engaging imagery & content we knew would convert. The ads were updated frequently and non-performing ads were actively removed to maximize spend and media efficiency.

 

RESULTS

  • Restaurant Week traffic was up 257% (excluding PPC)
  • Nearly 60K people downloaded menus or visited their sites from the BID’s
  • Traffic to merchant websites for the week-long promo more than doubled
  • DNC website was up 20% in Y-O-Y traffic overall
  • We continue to bring in new demographics
  • We doubled our 18-24 and 65+ audiences & increased our 55-64 demo by 60%
  • Plus, more families, massive increase in retail visits as well as tourism dollars
  • Participating restaurants reported that sales were 90% of what they did in July 2019 – even during a pandemic!